The Buzz: Stadium prepares for more uses

Brides, companies see stadium uses beyond baseball

Mar. 3, 2013

Written by

Maureen Wallenfang

Post-Crescent Media

Eleven brides have decided that the renovated Fox Cities Stadium, where the Wisconsin Timber Rattlers play in Grand Chute, will be a great place to celebrate getting hitched. Five more are currently considering it.

The ones who’ve already signed on the dotted line haven’t seen the finished building, which will not be ready until the baseball team’s opening day, April 8. Until they step foot in the place, possibly not until an April 17 banquet hall tour day, they’ve put their faith in artist renderings.

But now that the windows are going in and front canopy is in place, the stadium’s $6.2 renovation is taking shape. “It feels really good,” said Rob Zerjav, team president and general manager, as he walks through the new upper level space. “When you see it on paper, you don’t know how it will be.”

The stadium is following in the footsteps of Lambeau Field, which extended its use beyond the football season by making enclosed and private spaces. Until now, the T-Rat’s stadium shut down for most of the off-season and retained only a small permanent staff.

“This will make us year-round and it offers new revenue sources,” said Zerjav. “Hopefully we’ll grow our business and we’ll be able to keep people on staff for a longer time.”

A comparable renovation at another minor league baseball stadium generated new banquet revenues in the ballpark of $700,000, he said.

The T-Rat’s full-time staff has increased by three people, to 20, and they’ll add additional part-time staffers to handle banquets, bringing the staff level to a peak of nearly 300 in season. Some part-timers will stay on to staff banquet operations year-round.

Wedding receptions, so far, are a big part of the non-gameday bookings.

“Shortly after we announced our renovation in September, the first call came in,” said Aaron Hahn, assistant general manager.

The bride who made that call booked the stadium sight unseen for May 18. Not only will she and her groom have their reception on the building’s new upper club level, they’re also getting married on home plate, said Jenny Smith, banquet facility manager.

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Smith set up a booth at a wedding show last week, and saw interest from both baseball fans and non-fans. “It’s probably two-thirds fans,” she said. “Some people were just looking for a brand new space, and we’re a brand new space. What sets us apart is they can personalize their event using the big video board and they can do fireworks displays.”

Several companies and non-profits have already signed up to hold benefits or meetings in the new space, including Kimberly-Clark Corp. and Salvation Army. The first business event is an April 15 party thrown by an accounting firm to celebrate the end of the tax filing season. A Christmas party is already inked in.

The renovations include other changes that will affect game days. Six luxury suites, each seating 14 to 20 people, can be booked for the entire 70-game season for $19,600. One has been taken, and another booked for a half-season. Ten of the 36 reserved club seats have been purchased for the season, starting at $700 per seat. The Snake Pit team store will double its size.

Fans sitting in the existing seating areas will notice improvements as well, from twice as many bathrooms to more concession windows. The upshot: “We won’t have lines anymore for bathrooms or food,” said Zerjav.

Ticket prices were not increased for the season, and new club level seats are just $15 each.

The Fox Cities Amateur Sports Authority owns the stadium and renovations will be financed by the team’s rent payments. The Fox Cities Convention & Visitors Bureau provided a $400,000 grant.